Favorite Filipino mealtime brands lead FMCG sector

Brands tied to Filipino mealtime rituals and social occasions are outpacing the competition in the country's fastmoving consumer goods (FMCG) sector, according to the latest 2025 Brand Footprint Report by Worldpanel by Kantar, a global authority on shopper and consumer behavior.

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Nestea, the powdered beverage brand under Nestlé Philippines, posted the highest year-on-year growth in Consumer Reach Points (CRP) — Kantar's proprietary metric — registering a 28 percent increase in the 12-month period ending October 2024. CRP, which combines market penetration and purchase frequency, measures how often a brand is chosen by consumers across shopping occasions.

Ranked second is Mama Sita’s, the homegrown culinary brand best known for its Filipino marinades and sauces, with a 26 percent increase in CRP, while Coca-Cola takes third spot with 24 percent growth. Both brands break into Kantar’s Top 5 Fastest Rising Brands in the Philippines for the first time.

“Filipinos are becoming more discerning in their FMCG choices,” said Laurice Obana, Shopper Insights Director at Worldpanel by Kantar.